The document summarizes the results of a Women's Day social media campaign run by using the hashtag #TWSS. Some key points: - #TWSS began trending at 2:20pm across India and continued trending until the next day. - The campaign received over 1,117 mentions and 621 retweets, reaching an overall audience of 265,751. - 302 users participated in a contest using the hashtag. - By using a popular pre-existing term but giving it a cause-related meaning, the campaign was able to gain more traction than typical women-focused hashtags. The approach allowed for both humorous and meaningful tweets about women's issues.

1. 8th March, 2013
#TWSS
Women’s Day Campaign

2. Highlights
For Women’s Day we decided to run #TWSS … a different
angle from the regular women-related tags.
#TWSS began trending at 2:20pm across India
We received 1,117+ @mentions &621
621RT’s
621
Gained an overall Outreach of 2,65,751
302 tweepsparticipated in the contest
The hashtag trended all the way until the next day!

3. Why we chose #TWSS?
Most brands played safe and used Woman, She or Lady in their
contest hashtags… either that or created Cause-specific hashtags
Based on Insights, we got in a widely popular term & gave it
meaning via wit as well as towards meaning cause related outcome.
People tweeted with a slapstick angle but also used it as a # to
create some CSR effect. #MindShift

4. The IDEA!

6. The Results!
Impressions - 265,751
Audience Reach - 140,843
621 Retweets

7. Trends
#TWSS began trending
at 2:20pm until
the next day!

8. Took over trendsmap too..

9. Overall we had 302 tweeps using our hashtag

10. Indirect Outreach via other brands

11. #MindShift
Gain insights on what works for your audiences before you set out to
invest in something and the outcome is guaranteed to be legendary!

12. Thank You